In a New long and long report Regarding Apple’s strategy, Mark Gurman de Bloomberg has detailed a number of strategic failures for the launch of Apple Intelligence. As many of us have already believed it, Apple has been caught by the new generative tendency of AI.
In addition, according to Gurman, Apple is “unlikely” to spend a lot of time talking about Siri to this year WWDC. This includes future upgrades and features already announced (but since delays) of WWDC in recent years.
What went wrong with Apple Intelligence
I will not summarize the entire report, so if you want to read it in full – you can do it here.
In short, Apple’s software manager Craig Federighi did not believe a ton in AI. It was “reluctant” to invest a lot in technology and did not see it as a “basic capacity”. In the eyes of Federighi, it would remove everything else without paying. It was not only one thing Craig Federighi, however:
Other leaders shared the reservations of Federighi. “In the AI world, you really don’t know what the product is until you have the investment,” said another long -standing frame. “This is not how Apple is wired. Apple sits to build a product knowing what is the end of the game.”
The report also claims that if other leaders were “convinced” that AI would be “revolutionary”, they could not convince Federighi. A large part “fell into the ears of a deaf”.
In addition to that, the head of APA, John Giannandrea, has never really been able to hit the ground. When he started at Apple, he concluded that Apple should spend much more money than it is currently. However, his efforts were “often blocked”.
The future
As for the way Apple plans to bounce back from this strategic failure, well – we will not discover it yet. According to Gurman, it will not be too important in the coming months WWDC, where Apple will announce iOS 19 and more:
Important upgrades to Siri – including those promised almost a year ago – are unlikely to be discussed and are still in months of the expedition.
The report reaffirms that Apple plans to add additional Apple intelligence capacities to other applications, and that the company also plans to add a battery optimization tool powered by AI. Apple also plans to launch Project Mulberry, a virtual health coach.
Apple also works to implement a new capacity for residents of the European Union: the ability to completely abandon Siri. Instead of having Siri as a voice assistant, you can use third -party options. Specific third -party options are not named, but it should be noted that this will be a distinct functionality of the already existing chatgpt integration in Siri.
Finally and above all, Apple continues to work on its new “LLM Siri” infrastructure, which will repair a large part of the engineering mess that brought us to Siri severely faded in the first place. Despite this, the company wants to separate Siri from Apple Intelligence in its marketing efforts:
Apple sources say that society, despite its hopes for LLM Siri, is also preparing to separate Siri’s Apple Intelligence brand in its marketing. It is a tacit admission that the bad reputation of the vocal assistant does not help the company’s IA messaging.
Apple also wants to prevent features from praising more than a few months before it could be launched, according to the report.
My favorite Apple accessory recommendations:
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